Article | Brain-burning Advertisement (shukewenzhai)
There is not enough money left for 2020. In the remaining few days, we say goodbye to the magical and fantasy 2020 and enter the new 2021.
Looking back on this year, the marketing arena in the advertising industry is still full of vitality, with various marketing methods emerging one after another, and many wonderful cases have been harvested. Seize the end of 2020 and review the most creative screen marketing cases this year.
China UnionPay Poetry River
Following last year’s poetry POS machine public welfare IP on the screen, this year China UnionPay returned to the mountains and cooperated with CCTV News to hold the Poetry River in Zhangjiajie Public benefit broadcast. With the principle that there are no commodities, only talents, we warmly fulfill our promise of looking at the talents of children in the mountains.
Online, China UnionPay used poems written by children and ancient and modern poems as a 100-meter-long scroll art installation, hanging on the cliff, creating a real version of the long river of poetry, allowing the audience to more intuitively feel the long history of poetry Taste
In addition, China UnionPay’s cross-border farmers’ spring launched poetry bottles, allowing poems written by children in the mountains to appear on more than 100 million bottles of farmers’ springs, releasing more public welfare energy and further expanding the scope of poetry. The sound of long river activity.
In general, this year China UnionPay has connected different cultures and circles through traditional poetic and warm creative combinations and cross-border cooperation with official media public welfare broadcasts and other new games, and truly conveyed The warmth and energy of charity. At the same time, by continuously deepening the poetry POS public welfare IP, it will also help the brand to further accumulate more vital brand assets and form a more responsible and warm brand image.
Meituan Sales x McDonald’s CP Official Announcement
In recent years, CP linkage has become a common operation in brand marketing. At this year's 520 node, Meituan and McDonald's, which were dubbed by netizens as the boss chasing his wife, successfully formed the tomato stir-fry CP and gained popularity.
Looking back on this path of cultivating CP, from the interaction and touch of online express delivery riders to the interaction of killing online official Weibo, the seeds of love must have been planted for CP. On the day of the official announcement, Tomato Fried Vegetable CP spread its dog food online, releasing a promotional film and a series of love-filled posters. It also released information and discounts on the cooperation between the two platforms, stimulating users' audience and consumption desire. Compared with traditional cross-border marketing methods, group CP is obviously the most popular form among young people today. This CP linkage, for McDonald's, uses Meituan's user traffic to expand new member growth channels, and for Meituan, it uses McDonald's voice to further gain popularity. In short, two words: win-win.
Luckin Coffee Thick Milk Coffee and Light Milk Tea
Luckin, which has always been a celebrity in marketing and advertising, experienced a series of turmoils in the first half of 2020 and strongly launched its latest products in the second half of the year. Thick milk coffee is back, a magical advertising movie
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This brainwashing advertisement focuses on the magical moments of people in the workplace. It uses language with thick characters in the series such as thick stomach and thick hair to connect 5 daily story scenes. At the end of all the short videos, through repeated slogans, the highlight of thick milk latte cold extraction and thick milk infusion was implanted in the hearts of the participants, strengthening the memory point of the product. What’s even more interesting is that at the end of the movie, the design uses cats as the university boss behind the scenes. While penetrating the cuteness of young people, it also started a boom in cat endorsements, causing major brands to imitate one after another. In addition to the magical video, as an extension of the video's creativity, Luckin also published a thick-breasted era poster, continuing to advance the sand sculpture style to the end, using various magical postures to create a strong visual memory point for the new product, making the brand attracted more attention from target groups. In December, Luckin continued its efforts and launched the 0 non-dairy creamer light milk tea series corresponding to coffee. In marketing, unlike the sand sculpture style of thick milk coffee, this time light milk tea has locked on the national style route. By co-branding with the famous modern young artist Wen Na, combined with the Song Dynasty language brand name, a high-looking and very artistic The cup sleeves and packaging are loved by many young professionals. In addition, Ruixing invited the tea sage Lu Yu and other six ancient tea masters to become immortals, and he descended to earth to be the spokesperson for the Chinese style tea. For Ruixing, this is undoubtedly another explosive IP.
These two marketing campaigns show Luckin’s boldness and innovation in marketing. Whether it is sand sculpture style or national trend style, they have correctly captured the preferences of young people in the current workplace and found an effective entry point for the brand to dialogue with young consumers.
NetEase strictly chooses consumption and does not engage in consumerism
Every year, Double Eleven is a place of contention for major e-commerce platforms. For this year’s Double Eleven, NetEase strictly chose another path, starting from the perspective of rational consumption and embarking on the theme of consumption and consumerism.
First of all, NetEase strictly chose ironic advertisements. In the first half of the movie, NetEase strictly chose pictures with a sense of photocopying and dramatic abuse, and cleverly included classic advertisements for several major brands such as Patek Philippe, SK-II, and CUCCI. After the diss, they finally made their attitude clear.
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In addition to TVC, NetEase has strictly selected more intuitive print advertisements. Each poster corresponds to the product and announces the costs borne by consumers in each link of the product, redefining the consumption outlook of modern youth. .
The poisoned NetEase strictly chose to act for itself again on November 6. It published a document on the official Weibo saying that it would withdraw from the Double Eleven war, and attached a long picture of the letter sent to users, once again becoming the Internet topic of. This withdrawal letter not only gives people a sense of honesty, but also correctly emphasizes the brand's position and philosophy, and enhances consumers' value for NetEase's strict selection. As we all know, NetEase's strict selection of advertising and marketing has always been centered on unconventionality. On this year's Double Eleven, NetEase stood out from the fiercely competitive Double Eleven marketing war through its new proposition of consumption and non-consumerism, which can be said to be very outstanding. Sure enough, the routine is still popular.
In the second half of this year, Hungry or the brand strategy will be upgraded, and the brand positioning will also change from a distribution platform to a local life service platform. In order to break the inherent impression that consumers are hungry or that takeout can only deliver food, they began to change their names like crazy.
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Online, Hungry may release a magical promotional video, using magical brainwashing to perform various XXX, and further connect the name change with user demand scenarios. At the same time, the topic #hungerorchange10,000 names was started on Twitter, and the theme poster was released in conjunction with platform operators such as Yibu and Lili to leverage greater communication power.
Online, hungry or contracted at Xujiahui Station of Shanghai Metro Line 9 to create a blue ocean. The poster image of the investment is very simple, whether it is a sign of hunger or a name change, such as buying food or feeding the cat, etc., which has caused divisive spread on major social platforms.
At the same time, Hungry may customize new equipment for tens of thousands of Blue Knights in Shanghai, giving full play to the communication capabilities of Blue Knights, and Hungry or the name change event will actually land in users' lives.
In the marketing of this series of name changes, we firmly grasped the communication concept of "Hungry or Named 10,000" and achieved full coverage from online to online. In addition, judging from the results, it not only achieved the psychological occupation of users, but also successfully built users' new understanding of the brand.
It can be seen from the above cases that today’s brands are becoming more and more playful. In 2020, the entire industry environment encountered a cold winter, but major brands can still find new ways to play and bring reference to the industry, which is surprising. .